“This campaign plays with our collective memories, watching someone forget something that we all so clearly remember about them,” Horton told ADWEEK. “Playing with Jennifer forgetting one of the most iconic hairstyles of all time was an idea we came to pretty quickly—then it was just a matter of who would actually be getting ‘the Rachel,’ Jennifer or someone else.”
The ad, released early this week on Aniston’s Instagram, was shot in tandem with the Super Bowl spot on the Warner Bros. backlot with director Jake Szymanski.
The work comes as DoorDash and other competitors in the category are promoting goods far beyond the initial food delivery that made them mainstays for American consumers, using the Big Game as a high-profile marketing platform.
Comedy collab
Uber Eats and Special have been working with celebrities for four years, often collaborating with the A-listers on scripts and other details. Aniston was “really involved” in the final product, Horton said.
“Writing something that feels insightful to [talent] and then letting them find their voice in it just gets everyone more invested in what we’re doing and comes across as authentic and more generous to their fans,” Horton said.
LolaVie joins a number of other brands, including Le Labo, Goop, Origins, The Body Shop and Barbara Sturm, as part of Uber Eats’ beauty offerings.
Aniston has amped up her LolaVie marketing lately, partnering with Benito Skinner to pull a prank on a couple of consumers. As captured in a recent video, the women thought they were getting new hairdos from McMillan but instead got Skinner’s alter ego, Jenni the “TMI hairstylist.”
Follicle trivia: Aniston has said publicly that she was never a personal fan of “the Rachel,” once telling Allure it was “the ugliest haircut I’ve ever seen.” She didn’t care for its high maintenance, either.
“I’d curse Chris every time I had to blow dry,” she told Marie Claire. “It took three brushes—it was like doing surgery.”
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